We get 34.2M Views a Month. Here's how (just copy me)
In a Nutshell
Alex Hormozi reveals the **SPCL framework** (Status: control scarce resources; Power: say-do correspondence for compliance; Credibility: third-party proof; Likeness: relatability) to build true influence over raw views, driving compliant prospects via authentic, high-volume content like live streams. Shift from vanity metrics to **interest media** targeting your ideal avatar in realistic market sizes (e.g., 1.5M US businesses over $1M revenue), prioritizing IRL responses and consistency over perfection. Live Q&A delivers scalable tactics: double content/CTAs, upfunnel hooks via Eugene Schwartz awareness levels, free trials for proof, niche dominance, and "more then better then different" for businesses from fitness coaching to high-ticket clinics.
These notes were generated by AI and may contain inaccuracies.
We're doing something new: committing fully to more live streaming to make content with viewers and show behind-the-scenes.
Plan: Talk about content strategy, then take live Q&As like Hormozi hotline.
Posted 35,000 pieces of content this year. Did a 100 million book launch for $100 Million Money Models in 72 hours—105.6 million in sales exactly. Most people struggle with not making enough content and content not attracting desired customers.
Promise: Show SPCL framework (like "special") to build influence rather than just views.
SPCL is a four-part framework for content and brand building. Speaker is not naturally artistic or creative but works hard—model this with work ethic.
Status, Power, Credibility, Likeness.
Status (S)
Status: Controlling reinforcers (scarce resources people want) in a given environment.
Example: Busy bar bartender controls drinks (scarce resource), has status inside bar but loses it outside.
Inherited money gives status because you control something others want.
Better: Kid with money who also gave 10 crypto picks that all popped—more influence for future requests.
All four elements work independently but stack for maximum influence ("super saiyan").
Power (P)
Power from say-do correspondence: Say something, they do it, good thing happens—increases compliance with future requests.
Example: Guy gives 10 stock picks, they go up—now has power (plus status from money), more influential than trust fund kid.
If only picking one, choose power.
Book launch example: $100M+ sales gives status (money). Saying "launch this way" gives credibility (observable event). $10M building in ads is hard to fake.
One event can hit multiple boxes: selling company gives money (status), credibility, then directions leading to good outcomes give power.
Credibility (C)
Third-party observable proof.
Likeness (L)
Relatability: Share values, vibe, behavior matching positive past people, or literally look like you.
Example: Leila (54% female audience) vs. speaker (89% male)—same money/business topics, but she attracts more women.
Influence defined as high likelihood of compliance with requests (e.g., buy book, attend webinar, subscribe).
Like D&D charisma roll—stack SPCL to minmax influence for bigger requests.
Likeness: Be you—zero ROI in faking. Most are NPCs following archetypes (barbecue guy, hipster bro, etc.). Lean into nuances, defend why you do things.
Programmed by parents early on—they max SPCL:
- Status: Control money, toys, food, shelter, room.
- Power: Thousands of reinforcement cycles (directions followed, good/bad outcomes).
- Credibility: Varies by domain.
- Likeness: Look like you, share values.
Not binaries—continuums (e.g., $1 vs. $10K vs. billionaire).
Even if you resist, programming makes compliance feel automatic.
Reverse-engineer SPCL into content for true influence (domain-specific, some generalization).
Example: Low influence in fashion (no resources, power, credibility, likeness).
- Status: 32.7M views, $105M book sales in 72 hours.
- Power: Follow SPCL, increases compliance (watch next video, CTA: subscribe/like/buy).
- Credibility: Guinness judges validated book launch records (paid 3 judges 24 hours on-site).
Status (generic money) vs. credibility (specific to content/influence: views/sales from content).
Likeness: Be authentic—hates scripted YouTube, loves live (future strategy: live interactive).
Conversation with MrBeast on soccer game (UK vs. US influencers/celebs).
Applause hierarchy:
- A-listers (traditional celebs): Barely any applause.
- Shorts creators (TikTok/Reels): Slightly more.
- Long-form (podcasters/YouTubers): Way rowdier.
Shorts purpose: Funnel to long-form (risk time investment).
Reinforcement cycles: 30s short vs. 2 hours long. 2x 1-hour videos = 120 min. Equivalent shorts (15s avg): 480 shorts needed.
"Podcast election": Trump-Rogan (3+ hours), Elon-Tucker interviews nudged election via influence/persuasion.
Audiences who were not sure got to spend three hours with a presidential candidate, nudging some to vote. A-listers have almost no applause. Shorts have slight applause. Longs have legit applause. Live streamers caused the entire auditorium, stadium, or arena to erupt. This visual example illustrates butts in seats. Meme content demonstrates no status, gives no directions for positive results, no credibility, and minimal likeness.
Chase prospects more likely to comply with future requests, not just views. Change behavior to maximize that likelihood. Plan to do more live streams. Internet moves toward truth: A-listers are curated, polished, photoshopped, scripted. Podcasts are rawer (three-hour unscripted). Streaming is live and uneditable, approximating raw reality of hanging out. Combine SPCL elements (Status, Power, Credibility, Likeness) with raw formats like live streaming for maximum influence.
Rogan, PBD, Dave Ramsey have tremendous influence from putting out hours of content daily. Acquisition.com has 35,000 pieces of content. $1-2M businesses do one piece/day (365/year). Acquisition.com does 100x more volume, getting 100x the prospects. It's linear: outsmarting by avoiding work doesn't work. One in 10 shorts or longs is a 2-3x outlier. Jam as much quality content (checking SPCL boxes) into the input-output machine for right prospects.
Dave Ramsey has done three hours/day for 40 years. Respect his effort and consistency. Unlock consistency to become a dangerous competitor. You will not make less money by letting more people know about your stuff.
Social media is now interest media. Judging by views is dumb. Grandma slapping face gets views but no value for grandma or business. Shows to humor-interested people, not customers. Business people (e-commerce, SaaS, services, brick-and-mortar) are educators, not entertainers: provide value to change behavior toward buying.
Make content for your avatar. Content is the targeting: algorithm judges topic, background, clothing, shows to similar-value watchers. Piano repair content attracts piano fixers/buyers. Don't compare 1,000 views to MrBeast's millions—market sizes differ. 1,000 piano-interested viewers is a huge opportunity.
Track IRL responses: texts from respected business owners saying "that was fire" means on track. Cash cows format: business owner presents, discuss improvements. Business owners at HQ say it's their favorite content, so make more. Fewer such people, but ideal.
9% of US population owns a business (32-33M). 95% of them under $1M revenue. 5% of 9% over $1M (1.5M people). 0.4% over $10M (1 in 250). 1 in 3,000 over $100M. 100K views from $1M+ owners is crushing it. Don't compare to MrBeast—different games. Create accurate market size expectations. Translate views to IRL: started with 15-person lunch & learns (like 15 views), thrilled at 1,000 views (equivalent to 1,000 in room).
$1M+/year businesses with <5K followers. B2B insurance company (invested): many millions on ~10K followers. Make directly valuable content for small, targeted following.
SPCL (Status, Power, Credibility, Likeness) in videos. All-in on live streams for max time with prospects. Topics based on what they find interesting (interest media). Realistic view expectations by market size.
Opening chat for questions. Live yamadas (old-school calls).
Adam's Question: Start Now or Build Skills First?
Brick-Building Analogy
Pile of bricks = resources. Without directions/model, 100 wrong assemblies vs. few right ones. Like IKEA desk: model speeds it up (separate tools/screws/blocks, follow steps). Worked 2 years post-college, then apprenticed at gym (mopped floors for free, then minimum wage). Learned email marketing, etc. Huge ROI.
John's Business: Chronic Back Pain Program
Quick Hack
Constraints and Advice
Consistency issue: 1 sales rep, 2 setters. Weeks filled vs. empty, pitching every post (fatiguing clients). 1 post/day IG (8-hour edits), tested 2.
- No platform limits (Fox News: 1 long/hour YouTube, 300M views; Bollywood: 100+ posts/day IG, 1B views/month).
- Fatiguing editor, not audience—audiences have insatiable demand for value, no appetite for fluff.
- 1-2% audience sees each post; more posts = more reach.
- CTA every post OK if short (6s native, but same every time).
Nuggets
- TikTok DMs to IG CTA.
- More lead magnets, alternate to avoid repeats.
- More content.
- Lower
Shoot for 3 seconds or less for CTA to avoid killing viewthrough rate and reach. Use 'comment for an assessment' then book calls via DMs. 'Comment for free static assessment' is a heavy ask; consider lighter options like a cheat sheet and triage question.
Direct to workshop ads are the heaviest ask. Scaling roadmap ads have lower immediate ROAS but superior ROAS over 60-90 days and 10x reach. They nurture prospects, warm them up, provide value. Broaden the net with lighter asks: do 2 direct CTAs a week, remainder as lead magnet posts like '7 tips to fix this'. Spend $100 on those easily. Triage: 'Are you here for free stuff or do you want to solve the problem for good?' Leads to sales conversation.
Audience is a pyramid: top 1% buying now. Convert higher percentage of that 1% via better content, more posts, sales team, ads. Ads reach into forward revenue and pull it forward if filling the bucket. Adds sales team and ads make more money but hit plateau limited by organic growth unless creating true cold traffic channel.
Recommendation: double content. Keep one CTA as direct book a call, second as lead magnet. Do two a day.
To build personal brand: start with proof to avoid legitimacy questions. If no external achievements, use effort-based: e.g., made 35,000 pieces of content. Document learning along the way.
Phase 1: grind by making content. Phase 2: work with people for free to get feedback, smooth process, testimonials. Getting 10 free clients for testimonials faster than 10 paying from scratch. More exposure doesn't make less money.
Don't compete in crowded business coaching; dominate small niche puddle as specialist.
Newcomers advantage: own position. Super established: leverage credibility. New: personal access, phone number, care about reputation vs. big company's lower rung. E.g., Coca-Cola Classic vs. upstart young founder seeking feedback. Outwork others, start with less/proof, virtuous cycle to charge more.
Monthly revenue: $54K. Ad spend: $3K/month. AOV: $325. Industry: medical, custom insoles, podiatrist, local Netherlands. Constraint: Google ads underspent, specialist can't scale beyond $3K/month, ~10km radius.
Learn Google Ads yourself; don't let constraint be under others' control. Story: at meetup with 8-figure+ people, $35M/year guy advised learning budget as % of income, expect 0 ROI on 9/10, 10x on 1/10. Take $3K/month control: spend $100/day to beat agency.
Even inefficient ads increase topline. Reinvest profit into self when small. Pay agencies to teach: weekly calls, but control mouse yourself. Hire agency, pay but do work on 2x/week calls where they direct you live. Learned national Facebook ads this way in 6 weeks.
For TikTok jewelry (natural stones with purpose): use TikTok Shop. High margins, pay aggressive affiliate commissions to TikTokers reposting. Double on Instagram, collab posts with influencers trying on items.
Tell narrative/story behind jewelry. Pair commodity with meaning. Example: book launch sold millions in $100 hats by explaining hat's meaning 4-5 minutes.
Content: show jewelry, unboxings, picking between types, narratives (stone source, design, chain/metal differences). Repeat content. Less variety needed than thought: Dave Ramsey repeats 'spend less than you make' for decades, variety from examples (stripper, lottery winner, college kid).
Monthly revenue: $600K. Ad spend: $150K/month. Margins: 25% last 3 months (building fulfillment team), previously 45%. Industry: marketing automation, ManyChat funnels for ecom brands >$25K/month spend. Price: $6K/month. Churn: 5-10% (use 10%). Gross profit: break even month 1, profit month 2; COGS $2-3K per $6K customer.
Struggling to double ad spend: Meta ads break pushing from $5K to $10K/day. Multiple $1K/day campaigns competing? One master $7-8K/day campaign with single asset and ton of ads better?
A single campaign is better than multiple 1k a day campaigns? I have no idea. I actually don't think it matters. I don't think your bidding strategy is the limitation for your business not getting to a million dollars a month. This is why it's valuable to have properly identified constraints.
Is it the creative then? Yes, I think it's probably the creative. How are you thinking through the hooks that you're choosing? I'm researching using GPT, whatever ads I see online, what feels good, what sounds interesting and I roll those out. I'll guess that's probably the issue.
Are you familiar with the five levels of awareness from Eugene Schwarz? Yes. You have to translate those levels of awareness to the types of hooks that you're making. If you have a hard ceiling on your advertising spend, like once you get over a certain level, you can't spend more, it's typically because the nature of the hooks and the content only relates to the bottom of the funnel.
You're talking to most aware customers who already know about your types of offer or solution or product aware customers who know about ManyChat or they know about you or your offers. You're talking to a very warm audience. Facebook only has a very small amount of people doing $25,000 a month and know about this specific type of product offering. That's the only people they're showing the ads to.
At the extreme, you have the unaware customer who you get purely on curiosity: "your business is losing thousands of dollars a day because you don't have this one integration." Someone with no idea about ManyChat or marketing automation might take the next step.
As you go upfunnel to lower levels of awareness with way more people, sometimes the funnel has to change. Are you making a straight offer in your ads? What's the funnel? Making an offer to book a demo. You're so low on the awareness thing. You have to make it easier for someone to take a step. They don't know who you are. "Hey book a sales call" is a tough ask.
Lead magnets make sense. You might need a longer process of breaking even and educating the prospect with wider hooks. Lead magnets don't work or they do work. If you say "hey buy my thing" you get higher ROAS than a lead magnet but you'll be capped by the amount of warm people. 97% of the audience isn't ready to buy right now and 3% is. Right now you're spending all your time on that 3%. To scale, you have to go upfunnel.
Hooks like "how to double AOV, how to decrease your CPAs." Language like "here's six ways that you can decrease CPAs." All of them might include using ManyHat. If you're super hands-on charging $6,000 a month, give away all the secrets. It will not matter. Give away all the secrets, the sexiest stuff. Put it in your lead magnets, ads, video sales letter. People will think "I don't want to do this, I'll just have them do it."
People stay stuck at this level for years thinking it's a media buying thing. Bidding and campaigns are 5% differences. Things that get you from $600,000 a month to a million or multiple millions are strategic in nature.
Rules of engagement: To increase likelihood I respond, ask a question, give current context, ask a question.
If only one outreach method, what would you do faster to make 10K? Just use Meta ads if that's what you're good at.
Los Falitos built a 15 to $20,000 a month YouTube business, podcast about soccer and Spanish. Congrats.
I've been making the same amount per year, focusing on content not business. How to scale? I don't know your monetization vehicle. Guessing sponsorships or ad revenue, not selling a product, so media business.
Ways to grow:
- Sell more media spots: Outreach to buyers of media in your niche, willing to buy more ad spots. Fastest lever, but capped by eyeballs and impressions.
- Expand channel to charge more with existing sponsors.
- Continuum of risk and reward:
- Lowest risk: Affiliate - send traffic, get paid after sale.
- Media sponsorships - get paid no matter what, don't care about outcomes.
- White label - find product, dropship or white label, put your brand on it, sell from channel.
- Minority deal - existing product/sponsor, get equity/royalty/revshare for traffic, trade exclusivity.
- Highest risk/reward: Own 100% - build own product/service, free advertising from media business.
Affiliate, media, minority deal: keep making media, change economics. White labeling and owning product: get into business of business. Owning product gets most money but distraction without resources.
Easiest/fastest: more eyeballs, make more media, increase sponsors.
$83K a month revenue, $3K ad spend, influencer in GLP1 weight loss, affiliate to multiple brands, this one pays quickest. Constraint: attribution issue. Meta thinks not converting because can't hook up to backend.
Last 12 months: revenue 856, then 389, then 544 (EBITDA?). Going up to $83K, million dollar run rate.
Do you have software for ad attribution? No. Hook up ad tracking software, one-time setup, $500-3,000, scales with spend, say $1,000. Feeds data back to Facebook for conversion mechanism, shortens loop. Google search on YouTube, B2B SaaS with concierge setup.
Even if don't own GLP1 company: Ask them to install your pixel: "I want to spend money to advertise your product, can you install my pixel?" Many willing if sending money.
Workaround: Have them clone the page - make it your page (GLP1/karen), install only your pixel. Not using their data.
Third door: Offer to make ads for normal affiliate commission (40%). Say "give me 20% instead of 40%, I'll make ads for you and you run them." They front cash, you get 20%. Negotiate. Unlock after proving volume (e.g., $50K/month). Gets your brand exposure, paid, decreases their CAC by >20%.
Online fitness coach, clients from YouTube, 1 long form + 4-5 shorts/day, 5-10 leads/month. How to scale to $10K/month?
Content not good enough. Borderline: Friend in fitness not consistent, issue was he didn't look in shape. Look in mirror: Do you have a body people aspire to? Go pro, look like it's full-time, non-negotiable. Every business has this (e.g., web design with terrible site).
That's a lot of content for only 5-10 leads. Make better content.
Might not be soliciting audience. Direct to DM on Instagram or calendar link. Conversions in conversations.
5 YouTube CTAs:
- Profile bio.
- Pinned comment under every video.
- Description (first line with link + big reason).
- Community posts.
- In-video CTA (1/3 way through).
Fitness CTAs around personalization and accountability - what free content lacks. "Stop being a rotund individual/fatty" - need someone to hold accountable.
$18K/month, ad spend zero, digital services to e-commerce brands. Business 1 year old, best friend web developer, used his network. $25K last 12 months, no client churn, glorified tech support, anyone with credit card/pulse.
Billing hourly ~£50/hour ($70), just you +1 full-time dev + freelancers. Offer SEO, web dev, PPC, CRO. Need to rein in ideal avatar.
Don't bill hourly. Offer sucks. Selling to 30-100K/month e-com. Liz does $600K/month ManyChat automation to $25K/month e-com owners at $6K/month. You're underpriced.
Tweak offer/pricing: "We'll replace 10-20% of your traffic with SEO within a year." Starter $2,500-3,500/month.
Cold outreach: Free personalized audit as lead magnet - show competitor rankings, yours, missing opportunities, personalized Loom, 28-day sprint to optimize site, quick wins.
Don't use "audit" - sounds boring. Say "we will find you at least seven
Discuss revenue opportunities that can be set up within the next 30 days for free. Walk them through it: "Hey, you can do this on your own, turn it over to a web company, or we'll do it for you."
For guarantee, refund 25% of cost or profit margin to make it more compelling. SEO is tricky to sell now because it takes time to work. Show initial wins in four weeks to build trust, as everyone's inbox is full of SEO guys. Avoid guaranteeing rankings like top 10 or first page—Google algorithm changes or site issues can derail it. Pitch as stacking the odds in their favor. Could guarantee page speed, but that's not the be-all end-all. Consider guaranteeing traffic, not ranks. Simplify to seven revenue opportunities to unlock, state price, no guarantee needed initially. One-time lead magnet to book a call, then into sprint.
Offer: "We can implement this in your business. Do you want us to?" Use wave fee offer from Money Models book (page 153, last offer in continuity section). For businesses taking time to start: Option A: $25,000 upfront + $5,000/month. Option B: Wave the $25,000, $5,000/month but commit to a year. If no progress in 90 days, exit without paying wave fee. Guarantee is ability to exit contract without wave fee if no progress; if progress hit, pay wave fee to exit.
Beauty salon in Romania, most money from permanent hair removal, rest from rent. Difficult to get customers, high costs. Pseudomedical space with pricing power. Check pricing: US generic haircut ~$75, laser hair removal package (6-8 sessions) ~$2,500—adjust relatively for Romania vs. hair services. Super visual: organic Instagram with before/afters first (easy, works well in small Romania). Then Google Ads (faster). Then Meta ads. Three-pronged: change price, sell bundles not sessions, ensure appropriate pricing, use three marketing strategies.
$33K/month revenue, zero ad spend, luxury homes for high net worth (buy/sell). Just an agent, on track for $25M this year, goal $50M. Needs funnel and clear hook; unsure if buyers/sellers share offer. Currently referrals + occasional Facebook lives (used to do every Thursday for 4 years). Consistent lives got leads: one video led to $10M sales ($300K commission at 3% avg). Did ~2/month = 24/year = $13K per live. Easy/fun: hop on, house tour, hop off.
Do 5 lives/week (one/day), sexiest/banger house, for 6 months. Then scale to 10. At half efficiency ($5K/live): $25K/week extra = $100K/month = $1.2M/year extra commissions, from $33K to $133K/month (quadruple). Phase 1: just do it. Phase 2: analyze what works, improve hooks. Commitment pulls efficiency: spend 20min on hooks, then 1hr/week prepping. Document aspirational achievements: houses do the work (solution-aware via showing sick houses—people love nice houses, broke/rich alike).
Consistency gets followers/leads; triage later (too many broke leads)—hire VA ($500/month overseas, 6-7 question script) once commissions up. Go live on Facebook and IG (easy Google search). Quadruple business with one thing daily. Start volume despite imperfect hooks—pain of volume pulls improvement (avoid perfect pick fallacy). For lives: content agencies clip tours to trial reels (5/day variants: outside, front door, view, amenities + verbal/visual hooks), post best to main page.
Science-based service involving photography, 10 years photo experience. Be clear, not clever: explain simply (e.g., "take pictures of your face that make you look better, higher resume outreach responses"). Messaging issue—prospects confused too. Then outreach/content/ads; content for thought leadership, demonstrate SPCL max (or borrow status of clients).
$200K/month revenue, zero ad spend, medical (men's sexual function): lifestyle stem cells, shockwave, hormone replacement, peptide therapy. Brick/mortar outside DC. Needs more qualified leads ($15K-$25K services, results in 5 days). Leads from 150K sub YouTube + word of mouth; 65% team conversion. International patients (Hong Kong, UK), ~70% travel to clinic (90% US).
2 long-form videos/week, team cuts to daily shorts. Has 5 CTAs (one-third through videos, etc.). Paths: better content vs. more. Editor spends 8-16hrs/video (prep/post, produce 4 every other week). Focus better for experienced YouTuber: use oneof10.com for outlier packaging (thumbnails/headlines/intros in space/adjacent). Script intros (using AI hooks). Recent shift to entrepreneurs/executives tanked views (hundreds vs. thousands)—don't threaten core: keep 2 standard wide videos/week.
Do a broader video and an additional video testing the new thing to guarantee more output and test without risking the whole business, as YouTube is the primary lead source. Add a third video targeting higher-level customers alongside the two existing ones for more volume. Script introductions verbally and visually using proof, promise, plan (and pain), with a sentence for each and a visual roadmap for retention. Pick packages from outliers that convert, not just interesting ones. Use physical props like lab coat, tools, machines, and body part props to set the frame.
Advertising on private jets to attract premium clientele is experimental; record on next private flight if applicable. Make more and better content, add the third experimental video. For the application funnel to book sales calls converting 65% of leads, continue it—conversion is not the constraint. Focus on more and better YouTube content, improve packaging and hooks. Run ads next, but organic is trust-driven and already successful. Aim for 1 million subscribers and scale views from current 10,000 per video (some near 1 million views) to 100,000-250,000 per video by repeating winners, especially executive and sexual health intersection topics getting hundreds of views.
AI automation business getting leads from Facebook, Instagram, email outreach: pick one channel and do more on it instead of spreading thin across three.
Wedding filmmaker at $10,000/month mostly from word of mouth: need more model details to recommend going all in or changing.
Home health agency pre-revenue, insurance-reliant: skipped.
ClickUp project management for marketing agencies at $15,000/month via Upwork and cold email: likely mispriced low (e.g., implementations cost $30,000-$40,000); Upwork attracts cheap clients skewing mindset. Double down on cold email targeting $6,000+/month retainers and bigger projects.
Business Model: Custom apparel for colleges/fraternities/sororities; handle design, outsource manufacturing, 35% gross margins on $100k topline. Cold outbound via scraping Instagram contacts yields too many unqualified leads; hard to segment high LTV ($20k/year) vs. low ($1,500/year).
College Segment: Easy acquisition, low AOV ($125-500), but dialed process, low churn, proactive reordering to increase frequency/AOV.
Higher Value Segments: Construction ($50k/year possible) and summer camps; same segmentation issue but 25x+ more valuable on average.
Advice: Reframe segmentation as feature of outreach—get data right first via devs tracking markers (five Ms, data is constraint). Customer identification is foundational for messaging, offer, channels; reverse-engineer offer from customer. North star: absolute profit per order (prefer 5,000 shirts at 20% margin over 50 at 50%—same work as middleman).
Target bigger whales like construction despite duds, as average worth justifies it. Transition by keeping operator running colleges (for sure path to 2.5x growth via 3x outreach), shift focus to test construction acquisition. Validate reorder rate for retention. Don't burn existing business.
Scaling Path: At $100k/month, for $10-20M/year goals, pursue 100x leverage segments (50 vs. 5,000 shirts) with same ops. Colleges cap due to market size/low volume; construction has enough for $20M/year. Commit to one new vertical—build targeted customer journey if needed, but focus singularly. Only exception due to massive value difference and no ops change needed beyond acquisition.
"More then better then different."
"Picking the customer is the first and most important thing... then from the customer we reverse engineer the offer."
Eating Jimmy John's #11 (country something, double meat, kicking ranch). Quick pee break, then next call with Justin.
Some of these things are extras, Easter eggs as gifts. Additional chapters go into more depth, with book examples, different examples, and cut chapters from the final version.
$100 Million Offers answers 'What do I sell?' because if you have nothing to sell, you can't get money from there. Once you have something to sell, you need somebody to sell it to. $100 Million Leads answers how to get strangers to want to buy your stuff. Money models exist between both books on how to monetize lead getters.
Justin doing $600 monthly, just niched down from generalist income of 120k per year. Does automation for ERPs, particularly order processing. Previously automated anything for anyone. Customers came from videos two years ago on how to automate things, driving everything. About to start new type of videos because old ones got freelancers, not many business owners.
Would teach people how to automate, has done lots of videos, lots of LinkedIn people want to learn, but doesn't know how much money they have, many just starting. Not about how much all have, but how much 5% have.
Goal: 500k net profit per year. Good at this, doesn't care about building sellable thing, just making money. Teaching this valuable skill is easiest and fastest path to 500k net profit. For 20 million, different. Take people reaching out and videos that deliver leads, do more of that, sell automation certification for 3-6k. Sell two people a week to make 500k. Do it on Skool. Number one community on Skool is AI automation. Sell as annual membership, 5-6k/year, start at 3k if not confident, bump to 5-6k. Access to 20 most common business automations. Gets both business owners and freelancers. Drive to sales call funnel, sell on call, show about page.
Sell 100 people at 5k, recurs. High margin product.
Eats sandwiches for lunch every day, alternates places. Each slice 1 ounce meat, three slices = three ounces, six slices = six ounces. Pre-tear extra meat to bite size to maintain ratios, avoid open sandwich. Frontload meat on front and back, dip in sauce (no sauce on sandwich to avoid excess mayo), little dip on front.
Pre-revenue home health agency opening in a month, relies on insurance for payment. Can be cash or insurance. Don't like someone else controlling pricing. In-network advantage: sends lots of customers. Need more info on home health services.
New urologist, already famous in city. Use new models, market via content. Advantages: higher margins (less overhead), higher patient access. Consider concierge model: doesn't rely on insurance, more profitable, better life. Physicians convert after 20-25 years from 25k customers to 500 paying 1k/year = 500k/year, super chill, cell phone access, general practitioners. Advertise via content (can't outspend established on ads). Build relationships with hospitals, practices, general practitioners for referrals.
Between loan broker (1%) or recruiter brokers (.5% of loan). Recruiter: half money but unlimited people, consistent recurring revenue. Leverage: two good producers = previous earnings. No-brainer.
Four fundamental ways to advertise: 1. Outreach to customers. 2. Paid ads. 3. Content. 4. Outreach to affiliates. For wedding photography (one-time purchase, local referrals): recruit wedding planners. Outbound to planners, offer photography at their price, they keep 100% for 1-2 customers to prove good, then deal. Repeat, they become nodes of distribution.
Wisdom path as autistic: translate feedback to action. Read the books, break everything into behaviors. Don't let labels limit; many successful people autistic or ADD. Trait, not handicap.
E-commerce play. Content using box stuff, solicit next box buy. First box or three boxes half off, then full price.
30% budget works, 20% iteration. 100 new creators/week. $150k = $3k/day. Winners exit learning. Worst case, cut creatives to 25-50.
$1,500/month for residential cleaning acquisition/retention. Sold whole system for 5k on Skool, sale not smooth, questions product market fit. One sale: learn to sell, not fit issue. Residential cleaners want customers. Big headlong tail: 5k upfront + 1,500/month. Erase one conversation judgment.
How know if works, when double down vs pivot. Try product, have people use. Y Combinator advice for product/app. Find 100 obsessed people, make for them.
45k/month, 57k YouTube subs, $30/month, 560 new students group coaching, same churn. Education not recurring; community/services are. Deliver value upfront. Raise price or annual for education, smaller backend for community/services/calls. Mistake: bill monthly for one-time value. Break into consumable (recurring, lower value) vs one-time (high value upfront). E.g., sandwich consumable (recurring customer); learn to make = one-time skill, then subscribe to ingredients.
Posts daily, reach stuck at 200 views/post. Ironic specialization. Probably GPT content, sounds like everyone else's. Use narratives/stories AI can't do. AI can't live reality. Use real businesses, own stories no one copies. Six steps copyable; examples/proof not. For executives: stories/examples valuable. Assume trying to get own customers.
My guess is that you don't have enough customers to give stories from. Take on people for free or at massive discounts to build up your track record and have stories to tell. This will make your content more valuable and interesting.
Puya, starting a beauty brand in North America. Unless you have experience with B2B, start with B2C.
Starting a marketing business with zero experience, using books to learn. Start for free. Earn your way into bigger customers. The work to serve bigger clients is about the same, but it takes more experience and knowhow to gain their trust. Starting with smaller businesses and working your way up is normal.
With zero experience, start for free to get proof. It takes much longer to get your first 10 paying customers if you insist on paying from the start. Get 10 free customers first. Leverage the testimonials, learnings, and examples from those 10. The people who then buy from you don't know those were for free. Use the first 10 to get the next 10. This is leverage.
To start an automation business for finance departments of companies with 20 to 200 people, talk about what you know. Make a list of every single micro task that a finance department would do—probably 150 repeated tasks. Make your content schedule one by one: 150 pieces of content, each explaining how to automate each specific portion.
People who read and watch that will be the types who buy your stuff. Don't be afraid of giving away the secrets. No one in finance wants to learn your tech stuff; they just want to know it works. Show a 5-second or 10-second clip of a process running in the background or happening automatically to demonstrate the result.
$34,000 a month revenue, $3,500 in ad spend, 20% net, dental products number three on Amazon. When scaling spend, it destroys margins with little gain. Number one competitor does $250,000 a month.
Assuming you're running ad spend on Amazon, they know exactly how much you make and charge you the amount of your profit. To scale, max out your existing channel, but if you have no other way to make your product more valuable there, look at new channels. Amazon is just a channel.
Explore micro influencers, other dentists, B2B wholesaling—many angles to advertise a product. Figure out how the competitor spends $250,000 a month. Do they have better reviews for better conversion? Better backend for upsells? They might not be spending $250,000 a month but making it, possibly with a better product.
Amazon is a winner-take-all market for the best products. To get bigger on Amazon, it comes down to the product. They've built their site to maximize quality of product relative to price.
Example: If the number 10 business book does $5,000 a month and number one does $250,000 a month, you need a better book. You can market in more ways, but for Amazon growth, improve the product.
Three hours total. Time flies when you're having fun. If you like this format, let me know—I'll keep doing it, especially for business owners. I love talking business, hate making YouTube videos, so more of this because it's way more fun.
What do you think about a regular show? Once or twice a week live stream: 30-ish minutes on a specific technical training, then transition to Q&A. Appreciate you all. Hope you have amazing sandwiches for lunch. Rock and roll, see you next time.
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